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For models:
PT-44LCX65/PT-52LCX65/PT-61LCX65/PT-52LCX15.
1) Make sure the TV is on.
2) While pressing and holding down VOL DOWN button on the TV, press and hold down the SPLIT DVD/VCR CH UP button on the remote until a message appears on the screen that the lamp timer has been reset.If this does not work, use SPLIT DVD/VCR CH DOWN instead.

According to the lamp manual you just need to power the set on with the remote and then press (and hold) the Vol - button on the front of the set, While holding the Vol- button on the front of the set press and hold the PIP button on the remote. HOLD both for more than 5 seconds or until the lamp timer has been reset to 0 appears on the screen.

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While pressing the VOL- button on the projection display,hold down the PIP button on the remote controlsimultaneously for more than 5 seconds. You will see a screen pop up that says "Lamp time was reset to 0" and the lamp indicator light will go out.

Having similar issue with my PT-44LCX65. Lamp blew and replaced it (last month), never figured out how to reset timer. Now red indicator light blinks once every 5 seconds and after about 4 minutes TV goes black.... Any ideas?